How Creator Influence Is Rewriting Brand Partnerships

Libby O'Neill, deputy chair of the firm's Advertising, Marketing & Promotions practice, continues the conversation around creator-brand partnerships from our LA IP/Entertainment Conference. Below, Libby shares practical insights on how these relationships are evolving, what's driving the shift toward long-term, strategic collaborations, and how brands and creators can navigate issues around control, intellectual property (IP) and compliance in this new environment.

Tell us about your practice and the types of advertising, marketing and promotions matters you typically handle.

I advise clients on advertising, marketing and intellectual property matters, with a focus on helping brands navigate risk while executing effective, compliant campaigns. My work includes advertising claim substantiation and disputes, promotions, influencer marketing, trademark counseling and enforcement, and regulatory guidance across a wide range of industries, allowing me to provide